#EmbraceTheNew: Sofy rolls out India’s first ad campaign for tampons

The ad campaign, conceptualized by JWT, attempts to address all the myths and doubts about tamponsETBrandEquity | Updated: September 19, 2017, 14:04 IST

(Thinkstock Images)Olympic medal winners, defence ministers, Equality demanders; Indian women today are creating many firsts and nudging many a ceiling. Her indomitable spirit is what Sofy aimed to embody with ‘Hum aage aage, duniya peeche peeche’ when it was launched.

But it’s not enough to be a reflector; it’s that time to be a partner. While she goes out charging ahead to make a better way, how could the brand not enable more freedom; be it in product or in expression?

Every woman should shine without a pause, even on her period; and tampons today are the most progressive solution to enable her.

#EmbraceTheNew, conceptualized by JWT, attempts to address all the myths and doubts about tampons to free this girl who is making a better way and taking the world along with her!

Watch the spot:

The communication is into two parts. The first digital film tackles: Why we need tampons? The second tackles ‘all you need to know about it’. Our attempt was to solve a problem, educate, persuade all at the same time in an environment of trust and evolution. An attempt to help remove one pause in her ‘shine’ journey.

Commenting on the new campaign, Hiroki Nada, Sofy brand manager, Unicharm India Private Limited said; “While tampons have been on the shelf, no brand has taken the responsibility to educate the young vibrant and ever evolving Indian girl about the barriers and myths surrounding the usage of tampon. But better late than never! Search volumes have been rising and category is also growing now, hence we spotted this opportunity as a huge potential in the market and have taken the onus to share the information that educates her and solves her problem in a fun and forward-thinking way. After all Sofy believes that every woman should shine without a pause even on her periods! #Embrace the new!”

“Look around you at the Indian Girl today. She is changing her social structure; from her course in college to professional conduct, she is making choices for herself, by herself. Her parents may not be equipped, tradition doesn’t have answers, so she is charting her own way; and she is taking the world ahead with her. That’s the spirit that Sofy stands for with its ‘Hum aage aage duniya peeche’. Nothing should come in the way of her living her life to its fullest potential, especially periods. She believes it’s her time to shine and that’s why we felt that it’s the right time for Tampons, by becoming her most current way to shine without a pause.”, said Bindu Sethi, chief strategy officer, J Walter Thompson India.